Ybera Professional invests in formaldehyde-free keratin treatments

Keratin treatment products containing formaldehyde were banned in Brazil by the National Sanitary Surveillance Agency (ANVISA) in 2009. The decision was based on figures from the World Health Organization claiming that inhaling or being exposed to formaldehyde for a prolonged period of time could increase the chances of cancer of the respiratory tract, blood and brain, as well as burning and irritation in the skin and eyes.

The ban led cosmetics manufacturers to set off in hot pursuit of new possibilities and technologies for temporary hair straightening products. Ybera Professional, a Brazilian brand that is present in around 30 countries, was among them.

The company has recently launched the Discovery line, a keratin treatment based on stem cells extracted from a rare species of Swiss apple called Uttwiler Spätlauber. The fruit can last for months after being harvested and the beauty industry has already set its sights on its antioxidant properties and high regenerative power.

Ybera claims that the formula is 100% natural – with no formaldehyde, acids or chemical straightening ingredients added – and acts directly on the hydrogen layer of the hair, straightening and moisturizing the strands without damaging them. The line is recommended for professional use and the treatment combines five products to create an effect that lasts up to four months.

Another new product released by Ybera is the Fashion City keratin treatment, which pays tribute to four fashion capitals on its label – Paris, New York, Hong Kong and Sao Paulo. It contains lactic and glycolic acids, quinoa protein, and coconut and inchi oils, which are rich in omega 3, 6 and 9, and replenishes the hair’s lipid layer that can de damaged during straightening and coloring.

The product application is convenient and economical, as it requires one single product – a sealing cream sold in a one-liter package. It claims to achieve straight, strong and shiny hair, without compromising its color.

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